ort and design, the standardized product or service is likely to be more thoroughly tested. /Td>
Sensitive to protectionism. Where country makers are protected be trade barriers, local manufacturing may be necessary and the scale benefits from standardization cannot be reaped. /Td>
Global customers. There are an increasing number of global customers who demand uniform quality and services wherever it happen to be and buy. /Td>
Strong local competitors. Globalization can also fail simply because local competitors are capable and manage to mount a strong defence. /Td>
Global segments. Standardization fits with the emergence of global segments. /Td>
3.2 Global promotion
Global promotion involves a variety of activities, ranging from in-store point-of-purchase displays and Sunday newspaper coupons to satellite TV advertising to sponsorship of symphony orchestras and athletic events. The global sales promotion, public relation, and publicity have also become powerful promotional tools because of developments in global communications and the opening up of new markets. Then there is participation in international trade fairs, direct marketing, and personal selling, the last typically more localized, but still important (W.J. Keggan, 2002). p> Public relations professionals with international responsibility must go beyond media relations and serve as more than a company mouthpiece they are called on to simultaneously build consensus and understanding, create trust and harmony, articulate and influence public opinion, anticipate conflicts and resolve disputes. Public relations practices in specific countries can be affected by cultural traditions, social and political contexts, and economic environment. In developing countries, the best way to communicate might be through gongman, the town crier, the market square, or the chief's courts. Even in industrialized countries, there are some important differences between PR practices. In the United States, much of the news in a small, local newspaper is placed by means of the hometown news release. In Canada, on the other hand, large metropolitan population centres have combined with Canadian economic and climatic conditions to thwart the emergence of a local press (Johansson, J.K., 1997).
Effective personal selling in a salesperson's home country requires building a relationship with the customer; global marketing present additional challenges because the buyer and seller may come from different national and cultural backgrounds.
Sales promotion laws and usage vary around the world but may consist of any of the following: promotional pricing tactics, contests, sweepstakes and games, premium and specialties, dealer loaders, merchandising materials, tie-ins and cross-promotions, packaging, trade-shows, ...
